UPDATE 11am: A local musician has spoken of the loss the cancellation of the Bendigo Autumn Music festival represents for the city.
Shann Lions, whose band Four Lions was due to play during festival, said news of the cancellation was devastating for his band, but more so for the city and its arts scene.
He said the festival had the potential to raise the profile of the music in Bendigo, in the same way former Bendigo Art Gallery director Karen Quinlan had done with art.
Bendigo was known as a blues hub, Mr Lions said, which was great, but this festival had offered a diverse range of music.
"Bendigo's got really healthy support around blues, but there's more to Bendigo than just one genre of music," he said.
Mr Lions said it was also terrible for the organisers that their vision did not come to fruition.
He urged the Bendigo community to support live music, particularly that from up and coming bands.
He said there was a lot of diverse music in Bendigo that needed more opportunity and exposure.
Mr Lions said he also believed the event would have been well-attended, but in a city "spoilt for choice" when it came to events, people often did not decide what to do until a week or two out.
EARLIER: The upcoming Bendigo Autumn Music festival has been cancelled four weeks out from the event because of low ticket sales.
Festival director Glenn Wright said ticket sales were far lower than expected, with tickets having been on sale for eight months.
"As the director of the company that was producing the event I feel absolutely gutted, but also feel it my responsibility to cancel the festival four weeks out in order to give artists, those that did purchase tickets, and partners adequate notice in order to limit the loss of an event that simply didn't achieve its desired objective, being the sale of enough tickets to make the event financially viable," Mr Wright said.
The festival was to run from April 25 to April 28.
Refunds will soon be processed. Those who purchased tickets through the event's website will be refunded by April 2, and those who bought tickets through Capital Venues and Events are advised to contact them directly.
There were various tickets available, from single events to a four-day pass, with prices ranging from $15 to $250.
The festival's line-up featured Kurt Vile and the Violators, Mojo Juju, Tex Perkins and the Fat Rubber Band, The Go Betweens, Dan Kelly, Emily Wurramara, Bendigo bands Fountaineer and Four Lions, and others.
Work on the four-day festival began two years ago, Mr Wright said, with "a vision that the event would be a brilliant addition to the City of Bendigo's cultural fabric and regional Victoria's music festival calendar".
Mr Wright also helped create and run the New South Wales-based Mullum Music Festival and Bello Winter Music events, and last year told the Bendigo Advertiser he turned to Bendigo because of the city's cultural scene.
More to come.
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